2015 September

“Sorry About Our Marketing, But if This Test Works, We’ll do it Right”

Posted by | Marketing Testing | No Comments

Sorry Card

We all know uninspired marketing doesn’t come with an apology note. Prospects expect quality from you … every single time. If they don’t get it, they go elsewhere.

In marketing, it’s always best to “test the waters” before making a big commitment. But it’s also important to do it right the first time.

Marketers get very few second chances. When an initial experiment bombs, you rarely get a do-over. And it’s distressing to be left wondering what might have happened had you run a proper test in the first place.

So where do ambitious marketers without big bucks find the money to run the right tests, right from the get-go?

Excellent marketing usually costs more than crap, but here’s a little-known secret: High-quality marketing often costs less than ordinary stuff – if you know where to get it.

Small, nimble, outcome-oriented teams stocked with extremely accomplished marketing veterans are helping marketers do great stuff for a fraction of the cost of large agencies.

They’re good at making small budgets look big. But you don’t want to spread your team too thin. Budget-challenged marketers often find it best to do fewer things really well, rather than lots of things in mediocre ways. Think concentration of force.

A low budget doesn’t mean you have to go it alone. Or strictly rely on in-house talent and miss the chance to benefit from greater diversity. Excellent strategic and tactical resources are out there. You just have to go out and get the help you need.

Robert Rosenthal is founder of Contenteurs, a marketing agency/consultancy that has run thousands of marketing tests and created dozens of record-breaking campaigns. His groundbreaking book, “Optimarketing: Marketing Optimization to Electrify Your Business,” became the #2 marketing title in Amazon’s Kindle Store.